Full Description
The function of marketing is regarded as a mechanism that provides practical and theoretical solutions to contemporary businesses worldwide. In this edited book, a cast of international contributors address new and emerging areas within marketing, such as sustainable marketing, the circular economy, and how technologies drive and provide marketing solutions. Rather than exploring the issues, this book focuses on the solutions that these emerging areas provide for businesses. An essential resource for researchers and students, this book demonstrates how marketing activities are relevant to contemporary businesses, offering a state-of-the-art look at emerging trends.
Contents
Introduction.- Factors Influencing TikTok Cosmetic Page Users Purchase Intention & Purchase Adoption With Special Reference to Generation Z Consumers in the Western Province of Sri Lanka.- Acquiring Trust in the Digital Age The Potential of Social Media to Boost Small and Medium-Sized Businesses Competitiveness.- Crafting a Winning Digital Marketing Strategy for Small and Medium-Sized Enterprises: Evidence from the Batik Industry in Sri Lanka.- When You Wear the Product, How Does It Project You? Assessing the Effectiveness of the Brand Equity Model for the GTP Brand in Ghana.- Understanding Customers Intention in Using Omnichannel: Assessing the Moderating Effect of Gender.- Investigating Consumers Purchase Intention Through the Lens of Extended Theory of Planned Behaviour Omnichannel Retailing Perspective.- Built In: How Entrepreneurs Use Their Personal Brands to Build Cognitive Social Capital to Foster Venture Growth.- What Drives Households to Install Solar as a Solution to Energy Demand A Systematic Review & A Conceptual Model.- Contributing to Environmental Sustainability Through Green Purchasing, Green Capabilities, and Triple Bottom Line Performance.- Products Made from Recycled Materials, Perception in the Fashion Industry and Risks Influence on Purchasing.- Value of Customer Co-Created Engagement in Service Failure and Recovery.
